Automakers will air ads attacking Obama's 56.2 mpg rule

U.S. and foreign automakers are publicly taking the gloves off in the fight over proposed fuel economy rules for 2017 to 2025, launching radio ads accusing the Obama administration of threatening the industry's fragile recovery.

The Alliance of Automobile Manufacturers on Tuesday will start airing 60-second radio spots in seven key states, Drive On colleague Aaron Kessler of the Detroit Free Press has learned. The Alliance also recently began airing more policy-oriented ads on news radio in Washington, D.C.

In the new ads, an ominous voice will warn that "after tough times, today's auto industry is on the road to economic recovery," but that the proposed, much higher 56.2 mpg fuel economy requirement "threatens that progress" and will cause job losses, less choice and higher prices for vehicles -- and an "electric vehicle mandate."

The effort is part of a broad national campaign that the automaker trade group hopes will rally consumers against the 56.2-mpg rule the White House has demanded.

Backers of the rule dispute automakers' claims that it will hurt consumers or autoworkers. They say any increase in car prices would be offset by savings at the pump.

White House spokesman Matt Lehrich said the Obama administration considered the dialogue with automakers and other stakeholders "constructive," and that it would work to "develop a standard that will save families money and keep the jobs of the future here."

Two weeks' worth of radio ads have been bought, with expansion possible, said Gloria Bergquist, VP of the Alliance of 12 automakers, including Toyota, BMW Group, Ford Motor, Chrysler Group, General Motors, Jaguar Land Rover, Mazda, Mercedes-Benz USA, Mitsubishi Motors, Porsche, Volvo and Volkswagen Group.

"We think this is a crucial issue is consumers, so we're going out trying to engage them," she said. "Our hope is that we're going to start a discussion about the critical role of consumers, and people may want to raise their concerns with elected officials. This shouldn't just be a discussion about technology, but about people."

Most of the seven states where ads will air have significant industry presence -- and are key states for the upcoming presidential election. They are Michigan, Ohio, Indiana, Illinois, Missouri, North Carolina and Pennsylvania.

In addition, automakers have already begun targeting consumers in at least 14 states (including the seven getting radio spots) through social media ads on Facebook.

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About Chris Woodyard

Chris Woodyard is an auto writer for USA TODAY who covers all aspects of motoring. He revels in the exhaust note of a Maserati and the sharp creases of a Cadillac CTS. Chris strives to live a Porsche life on a Scion budget. More about Chris